Abstract:
Mass marketing (MM) is an attempt to attract whole market with one basic marketing strategy
utilizing mass distribution and mass media. With marketers increasingly adopting exceeding refined
market segmentation schemes fueled by the internet and other customization efforts some claim MM
is dead. But we are surrounded by mass market firms, multinationals aiming to maximize profits,
market share and economies of scale by producing and selling huge quantities. There is marketing
myth as targeted marketing is the smart, modern way to market. Consumers can split in to nonbuyers,
light, medium, and heavy buyers and most consumers are light buyers while diminutive
percentage is heavy buyers. Companies should MM to non- and light buyers. Companies like Ford,
Microsoft, Macdonald and Coca-Cola achieve market saturation by using developing product width
and depth from ranges of products aimed at targeting large proportion of the market. The success of
MM is contingent on the probability within the huge audience exposed to the marketing strategy.
Heavy advertising, development and market research costs, Establish and keep brands in public eye
and fierce Competition are disadvantages of MM while Maximizes income, Decline of one sector
likely to compensated by growth in other sectors, Reduction in average costs through economies of
scale, Allows Brands to use their full value are overtaken advantages. MM is more effective than
targeted marketing. Light buyers heavily dominate brands’ consumer bases, so targeting them will
provide the greatest penetration and Brand growth lies in increasing market penetration.
